数字技术驱动我国户外运动市场服务供需适配研究  

Supply and Demand Adaptation of Services in China’s Outdoor Sports Market Driven by Digital Technology

作　　者：黄玉阳 孙来爽[1] 邹本旭[1] HUANG Yuyang;SUN Laishuang;ZOU Benxu(Social Sports School,Shenyang Sport University,Shenyang 110102,Liaoning,China)

机构地区：[1]沈阳体育学院社会体育学院,辽宁沈阳110102

出　　处：《沈阳体育学院学报》2024年第5期124-130,共7页Journal of Shenyang Sport University

基　　金：辽宁省教育厅科学研究经费项目(面上项目)(LJKR0467)。

摘　　要：随着数字经济持续嵌入户外运动产业,数字技术正推动我国户外运动市场服务供需精准适配。立足数字技术驱动我国户外运动市场服务供需适配的理论内涵,深入分析数字技术驱动户外运动智慧制造、场地、平台、零售、赛事、教育供需适配的价值意蕴。研究认为,我国户外运动市场服务供需适配面临顶层设计欠缺,主体协同乏力;户外运动企业创新动力不足,数字技术应用认知滞后;户外运动复合型人才匮乏,创新成果难以转化;信息茧房效应加剧,数据保护机制缺位;青年群体户外运动消费观念异化,市场秩序易被扰乱;老年群体技术鸿沟凸显,需求潜力亟待释放等现实阻滞。基于此,提出纾解策略:强化顶层设计,加快体制机制融合;加快数字技术应用,提高户外运动企业自主创新能力;加强数字人才培养,推进户外运动产学研一体化;构建数字治理体系,提升户外运动用户信任度;规范户外运动市场服务秩序,缩小消费文化差异;扩大数字包容,释放老年群体潜在需求。With the continuous embedding of digital economy in outdoor sports industry,digital technology is promoting the accurate supply and demand adaptation of services in China’s outdoor sports market.Based on the theoretical connotation of the supply and demand adaptation of services in China’s outdoor sports market,this paper deeply analyzes its value implications of intelligent manufacturing,venue,platform,retail,competition and education of outdoor sports driven by digital technology.It shows that the supply and demand adaptation of services in China’s outdoor sports market is faced with the practical dilemmas like the lack of top design and the weak coordination;the lack of innovation motivation of outdoor sports enterprises and the lag of cognition on digital technology application;the shortage of compound talents in outdoor sports and the difficulties in the transformation of innovation achievements;the intensified information cocoon effect and the absence of data protection mechanism;the alienation of outdoor sports consumption of young people and the easily disturbed market order;and the highlighted technology gap of the elderly in outdoor sports and the demand potential to be released.Based on these,the relief strategies are proposed:strengthening the top-level design to boost the integration of system and mechanism;accelerating the application of digital technology to improve the independent innovation abilities of outdoor sports enterprises;enhancing the training of digital talents to promote the industry-university-research integration of outdoor sports;constructing the digital governance system to promote the trust of outdoor sports users;standardizing the service order of outdoor sports market to narrow the differences of consumption culture;and expanding digital inclusion to release the potential demands of the elderly.

关 键 词：数字技术 户外运动 市场服务 供需适配 高质量发展 

分 类 号：G80-052[文化科学—运动人体科学]